The Construction Of Regional O2O Business Model Based On Third And Fourth Tier Cities

In recent years,O2O localized life service platform has shown a trend of rapid development,making all life services available to shops,homes and people become a new mode of urban commercial consumption.However,due to the unified management mode of mainstream O2O service platforms,merchants’ high commission and high operating costs,the penetration of mainstream O2O service platforms in third-tier and fourth-tier cities is insufficient.The second innovation of O2O life service platform and its adaptation in third-tier and fourth-tier cities are the current market demand and opportunities.In view of this,this thesis through the construction of Regional Consumption Platform business model,to crack the third and fourth tier city entity business development dilemma.This thesis first makes PEST analysis and SWOT analysis in third-tier and fourth-tier cities,and comes to the conclusion that there is a demand for Internet life platform in third-tier and fourth-tier cities and even towns,but the head enterprises do not cover these markets,and then puts forward the operation mode of Regional Consumption Platform.Through research,It proves the necessity and feasibility of establishing regional consumption link.Secondly,combined with Christensen’s low-end disruptive innovation theory,the regional consumer access business model is constructed.The target market is mainly the third and fourth tier cities and township markets ignored by the mainstream market,filling the gap in the development mode of low-end market;The "demand construction platform,supply development platform" proposed by the theory of subversive innovation is the basis for the construction of Regional Consumption Platform business model.Finally,nine canvas elements of business model are used to construct and analyze the business model of Regional Consumption Platform.This thesis takes BinHai Consumer Connect as an actual case,sorts out the operation data of BinHai Consumer Connect in the one year since its launch,demonstrates the business model of Regional Consumption Platform in detail,demonstrates the effectiveness of the business model through data,and summarizes the implementation path of Regional Consumption Platform.Core users and trading orders are introduced into the platform through the operation model based on policy implementation+behavior incentive+scene service.Relying on government credit to establish a low commission extraction service model to support the development of local businesses.So as to establish a new business model of O2O local life service platform where all tax sources and data remain in the local area and serve the local area.The research results show that the construction of the Regional Consumption Platform business model retains the mature technology,business organization model and user habits of the mainstream O2O platform,and at the same time makes a new combination of the original business model elements,making the model more suitable for the characteristics of the regional market.In addition to the main functions of the original O2O platform,it innovatively provides new tools for local government administration,new ideas for local business prosperity,and a new mode for local government to guide market operation in a deeper way.